Sustainable packaging: what influences Italian consumers purchases

Staff Cart-One 17/06/2026 0

In 2025, the purchasing choices of Italians will be increasingly guided by three major trends: health consciousness, savings, and sustainability. According to data from the Nomisma Consumer Goods Packaging Observatory, presented at the Marca Fair in Bologna, packaging plays a fundamental role in influencing consumer preferences. But how can packaging become a strategic ally to respond to these new needs?   Sustainable packaging: what influences Italian consumers' purchases. Let's discover together how packaging can transform into a key element for more conscious and responsible consumption.   To learn more: “News on packaging regulations: towards safe, sustainable, and circular packaging  

What are Italian consumers looking for in 2025?

In 2025, Italians will be increasingly careful with their purchasing choices, trying to balance health, savings, and eco-sustainability. The Nomisma Observatory identified three main drivers that will guide consumer decisions. Health consciousness will play a key role: 46% of Italians consider a food product healthy if it is minimally processed. Furthermore, 34% prefer foods free of additives, colorants, and added sugars, while 32% lean towards products with low or no fat. Savings remain another determining factor, with a strong focus on economic value that pushes retailers to offer quality products at affordable prices. Sustainability completes the picture, with 46% of consumers considering a product truly sustainable only if it has ecological packaging. In addition, 43% of Italians prefer local or zero-km products, while 42% prefer to buy items produced with reduced CO2 emissions. These data highlight how consumption choices are increasingly oriented not only towards health and savings, but also towards respect for the environment, with growing attention to sustainable packaging as a distinctive element in the purchasing decision.  

The role of packaging: more than just a wrapper

Packaging represents a true communication tool with the consumer. According to the Observatory, packaging acts as a "sentinel", meaning the first element that influences the perception of a product's sustainability. What makes packaging truly sustainable?

  • Completely recyclable: 51% of Italian consumers look for packaging that can be easily recycled.
  • Reduction of overpackaging: 43% prefer essential packaging, free of superfluous wrapping.
  • Renewable materials: 40% of respondents appreciate the use of green raw materials.
  • Low CO2 emissions: for 35% of consumers, it is important for the packaging to have a reduced environmental impact.

 

Health consciousness and sustainability: a winning pair

When it comes to healthy products, sustainable packaging becomes even more relevant. 73% of consumers believe it is essential for healthy foods to have green packaging, a percentage that rises to 76% for foods with a low environmental impact. Retailers know very well that eco-friendly packaging is not just a matter of image, but also an effective way to align with environmental regulations. Offering private label (MDD) products with sustainable packaging allows them to meet consumer expectations and strengthen the brand's positioning in the market.  

The challenges of sustainable packaging: costs and regulations

Among the main obstacles are the costs of raw materials, which are often higher compared to traditional materials. Added to this is the continuous evolution of environmental laws, making it difficult to plan long-term strategies for packaging. Even the availability of sustainable materials can be an issue, since it is not always possible to find stable supplies at competitive costs. Despite these difficulties, choosing green packaging can turn into a real opportunity for companies. Managing to overcome these obstacles means standing out in the market and responding effectively to the growing demand for sustainability from consumers. Ecological packaging can become a strategic element, capable of enhancing the product and strengthening the brand image in a market increasingly oriented towards respecting the environment.  

Cart-one: packaging solutions that make a difference

Cart-One proposes itself as the ideal partner for companies that want to make packaging an added value for their brand. Our solutions are designed to:

  • Reduce environmental impact: using materials that respect the environment.
  • Avoid overpackaging: offering smart packaging that optimizes space and minimizes waste.
  • Guarantee product quality: thanks to packaging that maintains food freshness and safety.

Our goal is to create a more sustainable packaging lifecycle, from the choice of raw materials to disposal, helping companies comply with environmental regulations and satisfy consumer expectations.

Packaging as a tool for success in 2025

Packaging is a strategic element that can directly influence purchasing choices. Health consciousness, savings, and sustainability are the new priorities for Italians, and well-designed packaging can effectively respond to these needs.   Cart-One is ready to support companies in this transition, offering packaging solutions that improve the consumer experience and contribute to a greener future. Want to make your packaging a strategic asset for your brand? Contact us and discover how our solutions can help you make a difference.   See also: “Packaging Cost Optimization 2025: strategies for efficiency, sustainability, and savings   Source: Il Sole 24 ore

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